The Australia Chamber of Commerce and Industry has backed the Federal government’s call for a ‘national unified brand’ to sell Australian exports to the world. The suggestion was part of government’s release of its Foreign Policy White Paper.

“Brands are powerful. A single brand would help Australian exporters enter new markets and attract foreign investment,” Australian Chamber Chief Executive Officer James Pearson said.

“The well-known Australian Made, Australian Grown logo has been identifying Australian goods in export markets for more than 30 years. Nearly 3,000 businesses currently use the logo on more than 20,000 products sold around the world.

“It is important we leverage the equity from the popular green and gold kangaroo logo, which has come to symbolise our clean, green, high-quality products.”

In response to the White Paper overall, Mr Pearson said: “It sets Australia on a course of engagement that will help grow our economy and enhance our position in the region and globally.

“We welcome the paper’s rejection of protectionism and commitment to open markets, free trade and international competition.

“This must be backed up by domestic policies that help Australian businesses compete in the international arena. Australia needs internationally competitive tax rates, lower power prices and a skilled, flexible labour market.”

The Australian Made Campaign also welcomed the report. Australian Made Campaign Chief Executive, Mr Harrison said “the power of consistent branding, both here and overseas, cannot be overstated”. 

Mr Harrison said the already well-established Australian Made, Australian Grown logo should be a central part of the Government’s effort to support local farmers and manufacturers taking their goods abroad. It is by far Australia’s most recognised and trusted country-of-origin symbol.

“The iconic green-and-gold kangaroo logo has been clearly identifying Australian goods in export markets for more than 30 years with great success, so there is a pivotal role for the symbol to play in any ‘Brand Australia’ strategy,” Mr Harrison said.

It is now also a central plank of the Government’s new country of origin food label, which becomes mandatory for almost every Australian food product sold in Australia as of July next year, further enhancing its role as Australia’s global product symbol.

In 2009 the Australian Government hosted a series of discussions about the importance of Australia’s international image for exporters, and the ways in which industry might benefit from and contribute to updating Brand Australia.

Those conversations led to a commitment of $20 million over four years for the Building Brand Australia Program: a whole-of-government initiative administered by Austrade - the agency responsible for promoting Australian trade, investment and education. Australia Unlimited is the brand identity that was created, developed by M&C Saatchi.